Norwegian striker Erling Haaland has been making headlines at the 2026 North and Central America World Cup. His explosive scoring ability and unique style of tying his long blonde hair have captured the attention of soccer fans worldwide, leading to increased interest in the hair tie he uses.
Major domestic media outlets have been highlighting the hair tie known as KKNEKKI, which Haaland wears. However, a lesser-known fact is that this globally popular hair tie originated from the South Korean company Dooji.
Dooji is the original developer of KKNEKKI, having first created it in 1987. The company continues to exclusively produce KKNEKKI hair ties that are supplied worldwide. While the brand rights were transferred to local partners during its expansion into the European market, the core technology for developing and manufacturing the product remains with Dooji.
Dooji has opted to collaborate with local specialized partners rather than directly operate in overseas markets, allowing KKNEKKI to grow into a global hair accessory brand beyond Europe.
The product worn by Haaland is also based on technology and production capabilities developed in South Korea. Notably, the hair tie he wears during matches is the 354th model (KHR-354) out of over 2,600 designs developed by Dooji.
This product, born from extensive research and development, features functionality that meets the needs of world-class athletes.
The hair ties produced by Dooji minimize hair damage, reduce headaches even when tied tightly, and leave minimal marks on the hair after prolonged wear.
This functionality stems from decades of accumulated material research and production know-how. Importantly, this product was not merely created in a lab. Chairman Jo Hyun-tae has personally grown his hair and repeatedly tested numerous prototypes to develop the most comfortable and aesthetically pleasing hair tie.
Chairman Jo expressed his delight at the global attention Haaland's hair tie has received during the World Cup, stating, "While many people are aware of KKNEKKI, I hope they also learn that the company behind its initial development and ongoing production is South Korea's Dooji." He added, "The product Haaland uses is the result of decades of accumulated technology and research and development, and it is a source of great pride that technology originating in South Korea is being chosen by global sports stars and consumers."
With nearly 40 years of expertise, Dooji has established a global production system centered in South Korea, China, and Vietnam, ensuring stable product supply to the world market and leading the global hair tie industry.
Dooji's challenges do not stop here. After developing over 2,600 types of hair ties in the past 40 years, the company is preparing to launch its next-generation premium hair tie, ZOLLAME.
Named ZOLLAME, which means "to tighten the hair tie," this product aims to be the culmination of Dooji's accumulated research and development.
The newly introduced model KHR-888 incorporates more strands than the KKNEKKI model KHR-354 worn by Haaland, with more intricate patterns and color expressions, enhancing its design and quality, according to the company.
Chairman Jo stated, "For 40 years, we have continued our research with the goal of creating the most comfortable hair tie. If KKNEKKI has been recognized in the global market, we aim to establish ZOLLAME as a global hair tie brand representing K-beauty and K-technology."
With Haaland's hair tie drawing renewed attention to Korean technology, Dooji plans to prove the competitiveness of South Korean manufacturing technology in the global hair tie market, extending beyond KKNEKKI to ZOLLAME, through continuous research and development.
* This article has been translated by AI.
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